Manager Go‑To‑Market

About the role

The Go-To-Market (GTM) Manager for Lifestyle is responsible for executing seasonal GTM plans in market, translating SEA category direction into locally relevant assortments, strong channel execution, and impactful consumer experiences that drive sustainable growth.

Key responsibilities

• Own and orchestrate the full GTM calendar for the country, ensuring all milestones, deadlines, and cross-functional deliverables are aligned with global and SEA timelines
• Translate SEA GTM direction into locally executable plans, ensuring alignment with consumer insights, channel priorities, and market opportunities
• Lead GTM workshop readiness through country, category, and franchise planning, actively representing local market perspectives in seasonal GTM workshops
• Facilitate local GTM execution across pre-lines, range building, sell-in, SMM / Brand Days, and post-season reviews, ensuring strong seasonal readiness and cross-functional alignment
• Partner with Category & Merchandising to translate SEA concepts into localized assortments that fit the country consumer needs and channel requirements
• Lead product segmentation and distribution strategies across wholesale, key accounts, ecommerce, and adidas-owned retail environments
• Equip sales teams with seasonal product stories, segmentation briefs, and sell-in tools to support strong commercial execution
• Monitor competitor activity, pricing dynamics, consumer behavior, and channel trends to identify assortment gaps and local market opportunities
• Lead post-season analysis to evaluate product performance, sell-through, distribution, and campaign effectiveness
• Leverage reporting and performance dashboards to monitor GTM effectiveness and identify commercial opportunities

About you

• Bachelor's degree in Business, Marketing, Merchandising, or related field
• 5+ years of experience in GTM, Merchandising, Category Management, or Commercial roles—preferably in sportswear, fashion, FMCG, or retail
• Strong understanding of local consumer trends, marketplace dynamics, and channel needs within the country market
• Good knowledge of assortment planning, product segmentation, and commercial execution across Wholesale, Retail, and Digital channels
• Ability to translate SEA GTM direction into clear local execution plans and commercial actions
• Strong analytical mindset, with the ability to interpret sell-in, sell-out, inventory, and market data into actionable insights
• Effective stakeholder management skills, with the ability to collaborate across cross-functional teams in a matrix environment
• Strong organizational and project management skills, able to manage multiple seasonal milestones and priorities
• Proficiency in Microsoft Office (Excel, PowerPoint) and familiarity with merchandising / BI tools